Trying to analyse the future is never easy but we tried to look at some trends and see what we can derive from them in order to evaluate possible developments of mobile advertisement. One of the major points that was already mentioned earlier in the paper is the effectiveness of mobile advertisement. While making marketing decisions, managers are very likely to have to also make budgeting decisions on how much to spend on mobile advertisement. Mobile advertisement has been known for low budget expenses but high effectiveness and this point is very promising for the field because it shows the amount of opportunity there is available. Another point the marketers will have to face is that traditional advertisement will never fully translate into mobile advertisement on smartphones. This means that the current effectiveness of advertisements on billboards and TV will never be perfectly substituted by mobile advertisement (Business Insider). We believe this is mainly because people don’t like looking at advertisements on their phones, so other means of advertisement are still necessary. The marketer’s task will be to find an effective strategy for mobile advertisement without bothering the consumer and this will pose a challenge to the marketers. One of the interesting points we observed over the last few weeks is the talk about Facebook acquiring Waze. What is behind this? Why is a social network like Facebook interested in purchasing a GPS application? As you can read in a blog written by Hillel Fuld, the idea behind Facebook is the shift from a social network to a more marketing based community (Ineractive Blog). If you think about it in that light, it makes total sense to buy Waze because with this application Facebook will be able to target their users more exactly with location-based advertisement. Imagine the following: You will be walking on Ben Yehuda in Jerusalem, the center of town, it’s lunchtime and sunny. Facebook, with the help of Waze, recognises your location and an ad on your phone pops up saying: “Voucher for the next 5 Minutes at Moshiko: Shwarma & Coke for NIS 29.90”. This will need development and improvement of SEO to make sure that every person gets what he or she wants. Everything will have to be taken into consideration: Men versus Women, Adult versus Child, Preference of Milk product over Meat, and so on. This will have an effect on the interaction with the consumer, since marketers are more likely to see if the consumer actually used the voucher. Once this is developed, everyone will have his or her personalised advertisement- and that is a very interesting potential for the marketing world. Another big point that shouldn’t be forgotten is the fact that according to a slideshow (see Graph) on Business Insider, smartphone sales overtook the sales of personal computers and most probably will also increase even more. The amount of time spent browsing and looking at mobile devices overall is directly proportional to the amount of smartphone sales there are. The more people looking at their phones, the more people looking at mobile advertisement on their phones and the more consumers there are to target. For most people, who are forced to look at advertisement on their phone, it is much more annoying than enjoyable or even beneficial. Marketing companies will have to find a way to give people incentive for looking at their ads. One of the proposed solutions is that for every advertisement a consumer watches or looks at, preferably in your interest, will give you credit- either in form of vouchers or even in cash. There is no doubt that mobile advertising will be the dominant advertisement method across many platforms because of its many advantages and potentials. Even though there are a few disadvantages, they can be overcome with further development, research and some new strategy.